Daniel Laury - SEMPO - WebCongress San Francisco 2014
20
THE NEW CONSUMER ENGAGEMENT PATH IN THE DIGITAL MARKETING AGE Daniel Laury CEO Geary LSF Group Russell Quinan VP Enterprise BD Geary LSF Group
-
Upload
webcongress -
Category
Business
-
view
180 -
download
0
Transcript of Daniel Laury - SEMPO - WebCongress San Francisco 2014
THE NEW CONSUMER ENGAGEMENT PATH IN THE DIGITAL MARKETING AGE
Danie l LauryCEOGeary LSF Group
Russel l Qu inanVP Enterpr ise BDGeary LSF Group
Old Model New Model
Traditional Mental Model of Marketing
New Mental Model of Marketing
Shopper Trends – Cross Device Usage
12STRICTLY CONFIDENTIAL
Information Interest Intent Evaluation & Purchase
Cruise va
cation
Caribbean
cruise
banner
Newsletter
Vacation in
the Caribbean
1st Visit
Face
book ad
Affiliate
network
display
CSE Royal
Caribbean Cruise
s
Direct
access
Geary LSF helps marketers engage with consumers every step of the way
We optimize the consumer Internet journey
A Leading Integrated Digital Engagement Agency
The average shopper uses 10.4 sources before buying: twice as many as years past!
Source: Google
The “Vacation” Consumer Journey
Info Source Requirements by Vertical
“Tech” Info Sources and Usage
• Embrace “pre-shopping” as part of buying
– “It’s crossed all categories of shopping behavior. It’s just the way people buy today.”
• Your brand is what customers say it is
– “The days of controlling the message are absolutely over. At best you’ll be invited in and you’ll get to co-create and participate with consumers.”
• Conversation is a real time focus group
– “ZMOT is an incredible source of insight for brands to really understand how satisfied their customers are on a real-time basis.”
• Be there when shoppers need you
– “Engagement with the customer today isn’t just pouring a message down on their head and hoping they get wet. It really is understanding that you
must be present in a conversation when they want to have it, not when you want to.”
• Serve shoppers or your competitors will.
– “If people search for your product and you don’t answer that search, who do you think will answer?”
Learnings
• Define target audience segments and research where they go online (the 10.4 sources)
• Establish a strategic, consistent brand & creative story throughout the 10.4 sources
• Efficiently manage paid and earned media throughout the 10.4 sources
Apply those principles to Digital Marketing
SLIDE TITLE GOES HERE
THANK YOU.San Francisco - San Diego - St. Louis - Chicago - Philadelphia - Paris
655 Montgomery Street, Suite 1600San Francisco, CA 94111t 650.616.8226f 650.624.5412 www.gearylsf.com
